Getting more out of your data

We know that our data has to be “good” to be useful, so let’s have a look at a couple more ways to improve data quality and get more out of your data for your business. The points we talk about in this series of articles don’t just relate to data for online stores, they relate to any type of data you store or manage as a business, challenge yourself to think about the different types of data you interact with and how these same principles and examples apply.


Up to date data

This one is a double-whammy that always leads to more satisfied customers. Keeping your data up to date helps attract new customers as you always have the latest offerings but it also helps retain customers as they trust what they are buying is relevant.

Keeping data up to date includes removing products you don’t sell – how frustrating for a customer if they want to buy something but you don’t stock it anymore, make sure you remove online stock just as you would physical stock. It also includes up to date pricing – keep pricing up to date to ensure you stay profitable and are up front with your customers. Descriptions and attributes so need to be kept up to date – if a new colour shoe has just come in stock, load it up immediately to your online store so your customers know you have it.


The other area we need to touch on is making your data relatable – in terms of online stores this means your customers will understand what you are selling and it will appeal to them. The role of product data here is to help them see the value in the product and relate it back to them in their own language. This will allow you to better connect with your customer as well.

In terms of other product data, relatable data means it is fit for purpose. If you want to share your product data with your retailers what does the data need to contain to be relevant for them? What attributes do they care about and will be able to use?

Key Attributes

This leads into our final point, key attributes. Key attributes are the way you define your product. What can you use to distinguish it from others in your range or others in your market? Key attributes are useful for highlighting important aspects to customers but also for internal data storage in terms of categorization.

The key attributes of your product are a snapshot, irrespective of who is viewing the data the key attributes need to be a clear, simple descriptor. Don’t be tempted to over do the key attributes. Keep them to a minimum so you don’t lose focus. Think about common features your customers would search for or would use to describe your product – those are your key attributes.
We’re almost at the end of our series on how to make product data great so you can start to apply the principles to your own product data. Is your data relevant? Are you keeping it up to date? How are you defining your product’s key attributes?